Demographics: Demographics are the statistical data relating to the population and particular groups with in it. Demographics are studies of the population based on different factors. These factors include age, race, gender, economic status, level of education and income level and employment.
Social grades
A- Higher managerial, administrative and professional
B- Intermediate managerial, administrative and professional
C1- Supervisory, Clerical and junior managerial
C2- Skilled Manual Workers
D- Semi skilled/un skilled manual workers
E- State pensioners, casual and lowest grade workers, unemployed with state benefits only.
Demographics are used to learn more about the population's characteristics by governments, corporations and non government organisations for many purposes including policy development and economic market research.
The size of different demographic groups will change over time as a result of economic, cultural and political circumstances.
Psychometrics: Psychometrics is the science of measuring mental capacities and processes. It is concerned with the theory and technique of psychological measurement, which includes measurement of knowledge, abilities, attitudes and personality traits. It is particularly concerned with the study of differences between individuals. A psychometric audience profile defines and audience by their values, attitudes and lifestyles. As the concept of class and audience become a less appropriate way of defining an audience, advertisers considered different ways of categorising audiences.
Young and Rubicam are a New York advertising agency who developed a method of categorising people into recognisable stereotypes that reflected their motivational needs and VALs (Values, attitudes and lifestyles). The main groups are:
Mainstreamers- These make up 40% of the population. They like security, tried and trusted brands. They like value for money and are less likely to take risks.
Aspirers- They want status and prefer brands that show their pace in society. The are happy to buy designer labels on credit and may be persuaded by celebrity endorsement.
Explorers- They like to discover new things. They are attracted by brands that offer new experiences.
Succeeders- They already have status and control and have nothing to prove. They prefer brands that are serous and reliable.
Reformers- They are defined by self esteem and self fulfilment. The tend to be innovative and are less impressed by status. They are socially aware and not materialistic. They may be more inclined to buy brands that are considered healthy or environmentally friendly.
Tuesday, 27 January 2015
Wednesday, 14 January 2015
Visual and technical codes
Music Video: Uptown Funk - Mark Ronson ft. Bruno Mars
Visual Codes: At the very beginning a woman's legs are shown walking in heels which the song will be about a woman or women. It then continues to show a montage flashing between the woman and the men standing over the other side. The camera rises every time the woman is shown, and she walks past two men and the rest of the music starts to play. All the men are dancing whilst Bruno Mars also sings, all of their outfits are bright e.g. pink blazer, white suit. All of these colours stand out against the dark buildings that are shown behind them with the colours of plain black and navy blue. All the men are also wearing thin gold chains around their necks which suggests wealth. Several women then walk past one by one and all the men lean forward and look at them as if admiring them.
Technical Codes: The camera spins around in front of them at some points causing the men to look as if they are upside down, this creates a sense of movement along with their dancing. Many if the shots are longs shots because their is more than one man so they are all able to fit in the scene. The camera moves backwards as the men walk towards it to again create a sense of movement and to make it seem like you moving with them. Close up's are also used at times to show the movement in more detail or the show the most important part of the scene.
Magazine Cover: Bazaar
Visual Codes: The Masthead is really big and is in gold so that is stands out against the black background. Their are also a few other subheadings that are coloured in gold and any other sub headings are in White. Both of these colours contrast the black background. Natalie Portman features on the front of this magazine and she is wearing a necklace, the necklace shines a golden colour around the edges which matches the masthead, one earring is also shown that is golden and stands out against her skin. Her lips are red so they stand out and you focus on her face as well the rest of the magazine. They tried to make her look classy and mentions she is wearing 'Audrey Hepburn's dress' as she is a very feminine classy figure.
Film Poster: Identity
Narrative: This trailer tells me that it is set in the future because it is not realistic for the 21st century, I can also tell that the setting is in the country side. You can tell they have to go through some sort of training and have to fight in an arena against one another.
Visual Codes: The area nearer the beginning of the trailer is very green which tells the audience it is set in the countryside for most of the film. A group of people are walking and it shows their faces to be quite dull and unhappy. The people are wearing boring plain clothes which suggests that they are poor, however when it shows the lady standing at the microphone she is wearing vibrant interesting clothing with an unusual hairstyle. Comparing her to the rest of the people this suggests she is rich and can afford expensive things. The film shows themes of family within because the protagonist is shown hugging her sister. They write "from the best-selling epic novels" which suggests that the main audience of the film will most likely be people who have read and are fans of the hunger games. At the end the book logo appears and all the writing is in gold because that is the same colour as the logo and the fire that is shown. They include the book's signature slogan at the end.
Technical/Audio Codes: At the very start the sound of birds can be heard which sets the scene and shows that they are in the country and a close up of the protagonist is shown with her hair blowing in the wind which shows the weather. The lady talking is speaking through a microphone which suggests her authority over others. A close up of a hand is shown in a bowl ready to pick out a piece of paper which creates a sense of tension. It features of close up of both 'tributes' looking towards each other, both look very sad and scared which suggests what they are going to go through isn't good. A quick establishing shot of a city is shown to show where they are going. Many different quick shots are shown in a montage of the 'tributes' training and audio is heard over explaining the rules of the games. The music that is playing nearer the end gets higher in pitch to create tension and to build the atmosphere, the music stops suddenly when they enter the arena and a countdown begins. When a gunshot sounds, loud fast tempo music plays before the franchises signature whistle plays and the logo appears.
Visual Codes: At the very beginning a woman's legs are shown walking in heels which the song will be about a woman or women. It then continues to show a montage flashing between the woman and the men standing over the other side. The camera rises every time the woman is shown, and she walks past two men and the rest of the music starts to play. All the men are dancing whilst Bruno Mars also sings, all of their outfits are bright e.g. pink blazer, white suit. All of these colours stand out against the dark buildings that are shown behind them with the colours of plain black and navy blue. All the men are also wearing thin gold chains around their necks which suggests wealth. Several women then walk past one by one and all the men lean forward and look at them as if admiring them.
Technical Codes: The camera spins around in front of them at some points causing the men to look as if they are upside down, this creates a sense of movement along with their dancing. Many if the shots are longs shots because their is more than one man so they are all able to fit in the scene. The camera moves backwards as the men walk towards it to again create a sense of movement and to make it seem like you moving with them. Close up's are also used at times to show the movement in more detail or the show the most important part of the scene.
Magazine Cover: Bazaar
Visual Codes: The Masthead is really big and is in gold so that is stands out against the black background. Their are also a few other subheadings that are coloured in gold and any other sub headings are in White. Both of these colours contrast the black background. Natalie Portman features on the front of this magazine and she is wearing a necklace, the necklace shines a golden colour around the edges which matches the masthead, one earring is also shown that is golden and stands out against her skin. Her lips are red so they stand out and you focus on her face as well the rest of the magazine. They tried to make her look classy and mentions she is wearing 'Audrey Hepburn's dress' as she is a very feminine classy figure.
Film Poster: Identity
Visual Codes: The use of the hand is really effective because we all have our own handprint and we all have fingerprints that are different and create our own individual identity. Also the red on the side of the hand implicates blood so makes the film seem like it would be a thriller. The handprint is directly in the middle so the main focus will be on the hand. The black and red hand stands out against the white background. The fingers of the hand are made out of human figures which makes me imagine the film is about trying to find the identity of someone. The title is quite small and also features the black and red that is shown on the hand. There is a facial expression shown on the hand that looks quite scared which also makes the think this is a thriller and is aimed at the audience of 18-30 males and females. The phrase at the top of the poster "Identity is a secret. Identity is a mystery. Identity is a killer." This phrase makes me imagine that people in the film are confused about identity in some way.
Technical codes: The face inside the hand print was put there deliberately to send across and image of fear and worry about the fact that they cannot find or understand there identity. All the shadows of the people are on the same hand so they may have done this to make the viewer think that the characters are linked in some way due to their identity.
Film trailer: The Hunger Games
Narrative: This trailer tells me that it is set in the future because it is not realistic for the 21st century, I can also tell that the setting is in the country side. You can tell they have to go through some sort of training and have to fight in an arena against one another.
Visual Codes: The area nearer the beginning of the trailer is very green which tells the audience it is set in the countryside for most of the film. A group of people are walking and it shows their faces to be quite dull and unhappy. The people are wearing boring plain clothes which suggests that they are poor, however when it shows the lady standing at the microphone she is wearing vibrant interesting clothing with an unusual hairstyle. Comparing her to the rest of the people this suggests she is rich and can afford expensive things. The film shows themes of family within because the protagonist is shown hugging her sister. They write "from the best-selling epic novels" which suggests that the main audience of the film will most likely be people who have read and are fans of the hunger games. At the end the book logo appears and all the writing is in gold because that is the same colour as the logo and the fire that is shown. They include the book's signature slogan at the end.
Technical/Audio Codes: At the very start the sound of birds can be heard which sets the scene and shows that they are in the country and a close up of the protagonist is shown with her hair blowing in the wind which shows the weather. The lady talking is speaking through a microphone which suggests her authority over others. A close up of a hand is shown in a bowl ready to pick out a piece of paper which creates a sense of tension. It features of close up of both 'tributes' looking towards each other, both look very sad and scared which suggests what they are going to go through isn't good. A quick establishing shot of a city is shown to show where they are going. Many different quick shots are shown in a montage of the 'tributes' training and audio is heard over explaining the rules of the games. The music that is playing nearer the end gets higher in pitch to create tension and to build the atmosphere, the music stops suddenly when they enter the arena and a countdown begins. When a gunshot sounds, loud fast tempo music plays before the franchises signature whistle plays and the logo appears.
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